CASE STUDY

 

white kenny ross logo

LEVEL AGENCY HELPS KENNY ROSS DEVELOP A 21ST CENTURY DIGITAL SALES PIPELINE.

Kenny Ross Auto Group, one of the largest auto dealerships in Western Pennsylvania, needed to modernize their marketing to enable better results and accountability. With 10 dealerships and as many brands, budget insight and an integrated online marketing strategy rooted in ROI is crucial.

1100%

increase in tracked customer conversions​

82%

decrease in cost per conversion

CHALLENGE

​With limited visibility into online marketing spend, Kenny Ross’ previous digital partners had not deployed budgets appropriately and dealerships had inadvertently created competing campaigns in the same markets.

As part of a comprehensive online marketing strategy, Level organized each dealership’s efforts into specific campaigns. With better campaign organization in place, Kenny Ross gained greater control of their marketing budget and refocused their online advertising efforts.​

STRATEGY

​Several factors contributed to this increase in performance: Synthesizing offline and online campaigns.​

​Our strategy included tying into offline branding campaigns which had no previous corresponding campaign online, meaning visitors searching on the Kenny Ross brand weren’t seeing ads delivered to them. ​

​Capitalizing on existing strengths.​

​We created new campaigns for Kenny Ross’ pre-owned inventory, which represented one of their largest sources of traffic and almost 50% of their sales. ​

​Deployment of advanced advertising technologies​

​Level implemented best-in-class technologies to serve hyperspecific ads to potential consumers across a variety of display, search, and social platforms. This meant that users shopping for red Chevy Camaros saw ads highlighting the specific vehicles in Kenny Ross’ inventory that met those criteria. ​

VIEW THE WORK

RESULTS

​Implementation of the first phases of our online marketing plan gave Kenny Ross better visibility into every dollar of their online marketing budget. Each dealership campaign is organized to allocate marketing spend more effectively and utilize advanced, and as a result an increasing share of Kenny Ross’ sales are being driven by digital leads. Kenny Ross also has better visibility into important Key Performance Indicators, including customer reports that track behavior from initial clicks on search and display campaigns through visit, inquiry, phone call, and sale. ​

The team at Level Agency has been a true partner in developing our digital sales pipeline. They understand how car shopping has changed, and their "test-and-learn" culture helps us make sure we're spending our time and money effectively

Chad Simon
Digital Marketing Manager